Google has agreed to make “significant changes to its processes” to help tackle fake reviews of UK businesses, the regulator has announced.
The Competition and Markets Authority (CMA) says the firm – which accounts for 90% of search in the UK – will attach warnings to companies found to have artificially boosted their star rating.
The worst offenders will have their review function deactivated, meaning they cannot receive any new reviews.
Individuals who repeatedly post fake or misleading reviews will be banned from posting – regardless of where they are in the world.
Consumer group Which? called the changes “a step in the right direction” but said they would need to be backed up with strong enforcement action, potentially including “heavy fines” if Google failed to stick to them.
Sarah Cardell, the Chief Executive of the CMA, said: “The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices.”
The measures only relate to reviews for businesses when searching on Google or on Google maps.
They will not apply to reviews of products.
A spokesperson from Google told the BBC: “Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published.
“Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors.”
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